Marketing Plan: A Unique Sports Drink



Marketing Plan: A Unique Sports Drink

Introduction

The industry which manufactures soft drink is dominated by carbonated drinks like colas; however sports and energy drinks are the quickest expanding segment, attracted by consumer's progressively more active lifestyles and effectual marketing programs (Food Magazine, 2007).

Development of a New Sports Drink

Sport drink is an easy way to replace fluid and electrolytes lost exercise and physical work such as sports. For this fundamental purpose, our company has introduced a unique sports drink with an innovate advantage. The name of this drink is suggested as “Zeal the Game” or “ZTG.” This unique name is easy to pronounce and remember, as well. It is also self explanatory for layperson or any sports person.

Discussion

Product development and innovation can be expansion of product lines, as our company has intended by introducing a new sports drink. The market of sports drinks has widened as they are progressively encouraged as a rehydration beverage for any individual feeling emotionally down, not merely sportswomen and sportsmen. (Food Magazine, 2007). An observation of a common man also suggests that demand for sports drink will never die. Focusing on the viewpoint of a common man is vital because the product itself is widely consumed in this category and other classes, as well.

Marketing Strategy

Even though there are comparatively diminutive player in a large market, sports drinks are obtaining dominance against other non alcoholic drinks. In 2004 - 2005, sales of energy and sports drinks in the US accounted for less than two percent of the larger carbonated soft drink market, which was valued at $60 billion. In 2009, sales turned down about 4.5 percent. However, low calorie and powered mixes enjoyed success in the same year (Beverage Industry, 100SOI4, 2009). At the present time, we will focus on marketing strategies and tactics of some famous brands in the market. “Guerilla” and “grassroots” marketing strategies have been implemented time and again by marketers to magnetize the market. Few strategies are listed below as an example:

The brand and marketing managers of the company should commence a drive or campaign in college and university campuses to institute “word-of-mouth” advertising technique. During this marketing campaign the brand manager of the company should introduce himself as the student brand manager and launch the ZTG drink among students, their friends and educate them about the benefits of the drink.

A competition should be conducted in the communities by ...